Are You Using The Best Keywords?
Keywords are the centerpiece of any successful SEO campaign. You use keywords to optimize your site, look for links and even scout the competition. Understanding which keywords to use where is vital and can make the difference between showing up first on searches and missing the front page entirely.
1. Market Defining Keywords
What words does your target audience use when talking about your products? These phrases are called market defining keywords. While they might seem broad or generic, using these terms in your pages is critical. Not only do they help make sure you connect with the correct audience, but used correctly, they help make your pages more readable and trustworthy. You can pepper your site with them using normal SEO practices, frame them inside other questions or search strings, or even use them as inspiration to fuel your content creation processes.
2. Customer Defining Keywords
How does your target audience refer to itself? How do they refer to other members of your audience? Like market defining keywords, these customer defining keywords are vital to maximizing the impact of your site within your target audience. By targeting the correct terms, you can optimize your site for a huge number of queries related to your primary keywords.
3. Product Keywords
If market-defining keywords are the supporting phrases that your customers use when talking about your products, product keywords are what your audience calls products similar to yours. People often search for related products, misspelled names, genericides, old products, slang names, and competing brands. Make sure that your site is optimized to harvest as much of this traffic as possible.
4. Industry Thought Leaders
Who does your target audience look to for recommendations and trusted advice? While you might not want to pepper your pages with their names, having a list of leaders within your industry is extremely useful. What are these people saying about your products and products similar to yours? What do they tell your audience to look for in your market? Consider contacting them to boost your advertising reach. You might wind up with a bit of PR, an interview, or another lead.
5. Competing Company Names
Again, you might not use these terms much for on-site optimization, but having a list of your competitor’s keywords is great for research. Do some searches to see who’s covering your competition online. Check out their link strategies and see how their marketing works. You’ll have a better idea of what you’re up against, and you might get to steal some ideas.
6. Related Vertical Keywords
Your customers understand your products don’t exist in a vacuum. Target keywords related to your suppliers, consumer industries, and other points in your product’s lifespan. You’ll connect with some pretty interesting traffic and open the door to new prospecting opportunities.
7. Geotargeted Keywords
Geotargeted keywords are the key to killer conversions. According to a recent Google study, half of all local smartphone searches and a third of all local PC searches result in someone visiting a store within a day. Cornering this market will not only give you access to a steady stream of customers ready to buy, it’ll also help you uncover local marketing opportunities. Supporting events at a local level works wonders for your brand — you generate positive press, lots of good links, and you establish yourself within the community.
Local SEO is especially important if you operate a brick and mortar store. Your efforts will work overtime by simultaneously promoting your web store and your physical business.
When managing your geotargeted keywords, make sure that you break down big cities into smaller neighborhoods and mention related areas. Just because someone doesn’t technically live in your city doesn’t mean they’re willing to drive for a few minutes to check out your products.
Patient Research is King
One of the most important aspects of SEO is to always keep looking. The more time you spend researching keywords related to your product, the more strategies you’ll uncover and the better your targeting and conversions will be. Once you’ve created your keyword list, organize your keywords based on how you’ll use them and come up with a plan of action. First, optimize your site. Once your site is up to snuff, spread the word through research and advertising. By utilizing all of the keyword categories you’ve learned about today, you can build a community and drive your site to success.
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